Foris Outdoor begins DOOH roll-out
Foris Outdoor has switched on its first 20 digital out-of-home roadside screens for brands including the COI, Sainsburys, Virgin Atlantic, the BBC, White Rabbit Pizza Co and Lucky Saint, the alcohol-free beer.
The company, which launched in 2019 but delayed its roll-out until now, has ambitious plans to switch-on new sites every month through to the end of 2023, establishing the UK’s largest portfolio of large-format DOOH screens.
By December 2023, the Foris Outdoor network has targeted 160 towns and cities including the major conurbations of Greater London, West Midlands, Merseyside, Yorkshire, Greater Manchester and Greater Glasgow, as well as new towns and cities previously only reachable via posters. These include screens in the upmarket towns of Oxford, Cambridge, Lewes, Poole and Christchurch. which all plan to go live later this year.
Foris Outdoor is led by founder and CEO, Cennydd Roberts, previously CEO at DOOH sales house, 8 Outdoor Media and a director of Wildstone Capital - which specialises in the purchase of freehold and long-term leasehold billboard sites.
Roberts said: “After an undeniably challenging 2020 for the out-of-home sector, we are thrilled to be adding a new and very exciting opportunity for advertisers to reach UK-wide broadcast audiences across the UK.
"Our network of high-quality screens will replace the billboard poster and provide digital access for brands into both existing and new towns and cities. The locations will help advertisers capitalise on new consumer behaviours shaped by the pandemic as people spend more time near to their homes and on UK roads.”
Foris Outdoor is also ‘programmatic-ready’ following tech partnerships with Hivestack, the global programmatic DOOH full-stack adtech company, Broadsign, a provider of software to the OOH industry and the LED Studio, an outdoor technology business.
The announcement follows the news of a projected 53.6% growth for digital out-of-home ad spend in 2021, according to the latest AA/WARC expenditure report.